BlackRock, JP Morgan Asset Management and Fidelity have retained the top three places in an annual ranking of fund brands.
The latest edition of Broadridge’s Fund Brand 50 ranks the world’s best-performing third-party asset management brands.
The study reveals a shifting brand landscape as asset managers jockey for position amid geopolitical tensions, market volatility, and intense fund selector scrutiny.
“JPMorgan AM no longer poses a significant threat to BlackRock as its total brand score has dropped 48 points after surging 755 points in 2024,” notes Barbara Wall, Broadridge’s EMEA Director of Data & Analytics.
“BlackRock emerges top in four brand attributes including ‘Expert in what they do’ and ‘Solidity.’ The US leader is also the foremost recognised brand in eight out of the ten European markets covered. However, JPMorgan narrowly leads BlackRock in Germany, while Amundi moves into top position in France.”
The independent study, now in its 15th year, measures and ranks asset managers’ relative brand attractiveness based on fund selector perceptions: considering 10 brand attributes to reveal the top fund brands in Europe, APAC and the US.
Top-10 European Asset Management Brands
| Rank | Fund Group | Change |
| 1 | BlackRock | 0 |
| 2 | JPMorgan AM | 0 |
| 3 | Fidelity | 0 |
| 4 | Amundi | +1 |
| 5 | Pictet | -1 |
| 6 | iShares | 0 |
| 7 | Vanguard | 0 |
| 8 | Schroders | +1 |
| 9 | Robeco | -1 |
| 10 | UBS | +1 |
